LONGCHAMP | LA MAISON DE FAMILLE — Adrien Goris

LONGCHAMP | LA MAISON DE FAMILLE

A French family home.
A Shanghai address.

In a historic villa on Wukang Road, Longchamp opens the doors to a different kind of destination.
More than a boutique, La Maison de Famille brings the warmth, creativity and art de vivre of a French family home to Shanghai.

Our work gave this new address a visual signature and an invitation to step inside: a nest-inspired identity and The Green Path,
an AI-generated film created with my [Ai]magination Shanghai team.

THE GREEN PATH

An invitation woven into the city.

A green carpet winds through Shanghai, linking the city to Longchamp's new home. Created with my [Ai]magination Shanghai team, this AI-generated invitation film turns the journey to La Maison de Famille into a moment of discovery.

THE VISUAL IDENTITY

A nest for the Longchamp family.

A family home needs a signature of its own. Inspired by a bird's nest, the identity for La Maison de Famille expresses warmth, care and the patient work of making a home. The logo carries that idea from the entrance into the details of the experience, including cards and gift packaging.

The house itself tells a family story. Rooms reflect the personalities of different generations, bringing together objects, memories and French art de vivre. The identity belongs to this Shanghai address, while staying connected to Longchamp's family spirit.